Cornish sprats will be available in Waitrose for the first few months of 2011 (Photo: Waitrose/FIS)

Newcomer to the Fish aisles: Catch a Sprat at Waitrose

The humble sprat and neglected flounder are launching at Waitrose supermarkets to generate new enthusiasm for these unloved fish.

Cornish sprats and Welsh flounder are good value British alternatives to many better-known varieties of oily and white fish. But these local delicacies are often overlooked and - in the case of Welsh flounder - discarded and thrown back into the sea.

Sprat and flounder will be available at Waitrose's fish counters

Welsh flounder, a white flat fish, will make its UK supermarket debut at Waitrose in late February priced at GBP 8.99 (USD 13.90 – EUR 10.80) per kilo of fillets. That compares to GBP 12.99 per kilo (USD 20.20 – EUR 15.60) currently charged for lemon sole fillets, making Welsh flounder a good value alternative.

Waitrose Specialist Fish Buyer Jeremy Ryland Langley

Waitrose Specialist Fish Buyer Jeremy Ryland Langley said: “Welsh flounder is often discarded but we think this is a great tasting fish that is a fantastic alternative to other white fish such as plaice and lemon sole.

“Waitrose is trying to create a new market for a fish that is currently discarded and thrown away. We are very keen to introduce new species in the market where we can to ease the pressure on some of our more popular and well-known fish, and I think Welsh flounder will be very popular.”

Whole Cornish sprats, which have the scientific name Sprattus Sprattus, will appear in around 100 Waitrose branches in late January priced at just GBP 4.99 per kilo (7,76 USD – EUR 5,99).

Waitrose previously stocked the omega 3-rich fish but stopped because customers preferred sardines and mackerel.

Cornish sprats and Welsh flounder are both caught by in-shore day boats using responsible fishing methods

Jeremy explained: “We sold them in the past but they have fallen out of favour, with sardines becoming the more popular of these small species of oily fish.

“Sprats have had an unglamorous reputation but they are nice little fish that are highly nutritious and can be used in recipes calling for sardines. They're also great value for money.”

Cornish sprats will be available in Waitrose for the first few months of 2011 while the season lasts.

They are best cooked simply either under the grill or dusted with flour and then fried.

Cornish sprats and Welsh flounder are both caught by in-shore day boats using responsible fishing methods.

Waitrose has also developed and launched a full range of own label canned tuna produced using pole and line caught fish only. 

About Waitrose Supermarket

Waitrose, the food shops of the John Lewis Partnership, has 241 shops in England, Scotland and Wales.

Waitrose has 241 shops in England, Scotland and Wales

Kantar World Market showed Waitrose sales for the 12 weeks to 28 November 2010 were up by 9.4 percent on last year, almost three times the total till roll growth. Its till roll share has risen from 3.9 to 4.1 percent and its grocery market share rose from 4.5 to 4.8 percent.

Waitrose is to open 39 new shops this year, resulting in the creation of 3,000 jobs across the country. In 2011 Waitrose has 12 full sized supermarkets in the pipeline, including five new branches in the Channel Islands (which will open between February and April) and new shops in Stratford, Raynes Park, Wimbledon, Exeter, Marlow and Newton Mearns (Glasgow).

This growth has been driven by the success of the essential Waitrose range, an unmatchable top tier of products including the new Duchy Originals from Waitrose, free delivery driving rapid online growth, as well as a long term commitment to sourcing the UK's finest local and regional foods.

Waitrose combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service.

Source: Waitrose

Margaret E.L. Stacey
Editor Companies and Products
[email protected]
www.seafood.media

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